The world of programmatic advertising is often perceived as complicated, but it can be easy to understand. Programmatic advertising is automated buying of online ad space in real-time, using data to reach the right person at the right time. Because computers do the work, humans have more time for optimization, which yields stronger results for advertisers. We understand if you’re not completely sold on this. This is why we thought it would be useful to put together a brief article discussing the benefits of this form of advertising. If this is something that you want to learn more about, read on for five notable advantages of programmatic advertising.
It Expands Your Reach
Advertising that reaches a large audience efficiently can be difficult to find. Fortunately, programmatic advertising solves this problem. We can reach millions of sites that your target audience usually visits.
It Gives You More Control
Programmatic advertising has many benefits, but one of the most useful is the freedom it gives advertisers to make changes to campaigns in mid-flight. From a performance perspective, it allows advertisers to optimize campaigns to the best performing audiences, sites, time of day, and so on. It also allows advertisers to automatically stop their ads from driving their audience to a dead page in an instant.
It Maximizes Your Brand
Programmatic media buying has changed the way brands engage their audience. No longer are banner ads the only option. Branded content and web takeovers have become a way for brands to interact with their customers in an attractive format, map out directions to store, and wow them with creative units that can be bought on a per-user basis.
It Allows for Better Targeting
The process of retargeting can play an important role in a brand’s programmatic strategy, but there are several other techniques brands can use to find and engage key audiences. These techniques might include overlaying previously purchased items from Mastercard, targeting users based on their real-time or historic location, retargeting those who have visited a company website, or retargeting based on the individual items a customer has purchased from Amazon. This can be accomplished through contextual advertising, where the advertisement appears alongside relevant content.
It Lets You Keep Track of Where Your Brand Appears
Things have changed. Although many companies still work with outside marketing and design firms, we no longer live in a world where programmatic campaigns are set up willy-nilly and then delivered without any knowledge of where the ads have gone. That changes today. Say goodbye to the black box and say hello to transparency. With strict measures in place to exclude sites and content deemed unsafe, brands can be confident that they are reaching their intended audiences in perfectly acceptable environments.
We hope this article proves to be useful when it comes to helping you gain a better understanding of how programmatic advertising can help your business. As you can see, this form of advertising can help take your business to the next level. Be sure to keep everything you’ve learned here in mind so that you can make the most informed decisions for your business.
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